PDF - The Los Angeles Flower Market

A Quarterly Publication of The Los Angeles Flower Market of the American Florists Exchange, Ltd.
Winter /January 2013 • Volume 22 - Number 1
The Goldberg Family’s Skyline Flowers
Four Generations of California Flower Growing
Story begins on page 4
Tom Goldberg in Oxnard, California greenhouse,
October 2012, among the Matsumoto asters.
“Legends” a Huge Success for CSFA
See Page 14
Get the Freshest Valentine Flowers at
The Original Los Angeles Flower Market
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40
Enlarged to show
market vendors
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43
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Hours:
Trade/Wholesale: Mon-Wed: 2 to 8 am; Tues: 5 to 6 am; Thurs: 5 am to noon; Fri: 2am to 3 pm; Sat: 5 am to 3 pm.
Public: ($2 admission weekdays; $1 on Saturday) Mon-Wed: 8 am to noon; Tues: 6 to 11 am;
Thurs: 6am to noon; Fri: 8am to 3 pm; Sat: 6am to 3 pm.
For holiday and special hours, see www.LAFlowerDistrict.com.
The Merchants of the
Los Angeles Flower Market
Street map above
A. Lee’s Orchids . . . . . . . . . . . . . . . .213 614-1925
B. Floral Delivery Co-op . . . . . . . . 213 623 .6974
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .213 387 .1357
C. Paul Ecke Poinsettias . . . . . . . . 213 622 .8667
December Only
Los Angeles Flower Market of the American Florists Exchange, Ltd .
1.
JX Grand Tree Inc . . . . . . . . . . 213 833 .0002
3.
Imported Flowers
from Paradise, Inc . . . . . . . . . 213 488 .1443
4.
Dan Stamis Wholesale . . . . . 213 622 .6770
Greens
5.
F. Mellano & Company . . . . . . . . . 213 622 .0796
Full Service
G. Mellano & Company
Wholesale Florist . . . . . . . . . . . . 213 622 .0796
6.
Dayro’s Wholesale . . . . . . . . . . . 213 623 .4355
J.
J . Dayro’s Certified
Florist, Inc . . . . . . . . . . . . . . . . . . . 213 623 .5239
Floral Supplies
7.
M. Stamis Wholesale . . . . . . . . . . . 213 622 .6770
Floral Supplies
N. Floral Prop Rental . . . . . . . . . . . 213 622 .1700
Floral Supplies
Flower Salad . . . . . . . . . . . . . . 213 624 .1974
Miscellaneous Cut Flowers, Greens
7B.
Dayro’s Wholesale . . . . . . . . . 213 623 .5177
Roses & Cut Flowers
8.
Designer Direct
Showcase Inc . . . . . . . . . . . . . . 213 488 .9795
10.
Tommy’s Flower Land . . . . . 213 622 .1205
26.
Gonzalez Wholesale . . . . . . 213 613 .0756
Miscellaneous Cut Flowers
27.
C&K Wholesale . . . . . . . . . . .213 327-0313
28.
29B.
Greens
29A.
- 30
Ceramics
31.
Balloons Away . . . . . . . . . . . 213 683 .8819
32A.
Gilbert Wholesale . . . . . . . . 213 689 .9564
32B.
A Ruiz Wholesale . . . . . . . . . 213 622 .3695
Ted’s Evergreens . . . . . . . . . 213 624 .9510
Vases by Robert . . . . . . . . . . 818 434 .1512
Exotic Cut Flowers
Tropical U .S .A . . . . . . . . . . . . . 213 614 .1915
36. 38.
Exotic Cut Flowers
39.
World Coffee Kiosk
12A-. Kimura Plus . . . . . . . . . . . . . . . 213 488 .1620
13A
40.
42.
Miscellaneous Cut Flowers
12B-. RDP Floral . . . . . . . . . . . . . . . . 213 623 .8069
13B Roses & Carnations
43.
Growers Direct . . . . . . . . . . .213 688-8805
Roses
11.
Eliseo’s . . . . . . . . . . . . . . . . . . . 213 627 .4898
Miscellaneous Cut Flowers
14.
Choice Flowers . . . . . . . . . . . . 213 489 .4879
Miscellaneous & Exotic Flowers
O. Abigail’s Flowers . . . . . . . . . . . . 213 622 .5041
Jay’s Plants . . . . . . . . . . . . . . . . . 213 612 .0353
17.
P. LA Flower District
Association (Badge) . . . . . . . . . 213 627 .3696
18.
Zavala Wholesale Flowers . . 213 488 .0085
Q. Milagra . . . . . . . . . . . . . . . . . . . . . 213 629 .5867
20.
Cal Pom Pons . . . . . . . . . . . . . 213 623 .6651
Exotic orchids
Valle Wholesale . . . . . . . . . . 213 688 .8810
Full Service
Floral Supplies
L. Moskatel’s, Inc . . . . . . . . . . . . . . . 213 689 .4650
Floral Supplies
Dayro’s Wholesale . . . . . . . . . 213 623 .5177
Roses & Cut Flowers
7A.
K. Floral Supply Syndicate . . . . . . 213 624 .3982
Floral Supplies
G .M . Floral . . . . . . . . . . . . . . . . 213 489 .7050
Full Service
Full Service
I.
24.
Roses
D. See detail (above right)
E. RDP Floral, Inc . . . . . . . . . . . . . . . 213 623 .2514
Blossom Valley . . . . . . . . . . . . 213 891 .9320
23,
Mellano & Company . . . . . . 213 622 .0796
33, 34. Full Service
Cut Flowers
44.
Supermarket Florals, Rose Petals & Roses
Paradise Gardens . . . . . . . . . 213 488 .5144
Full Service
Stelzner Wholesale . . . . . . . . 213 891 .1514
Miscellaneous Cut Flowers
S .O .S . . . . . . . . . . . . . . . . . . . . . 213 896 .0322
45.
Orchid Oasis . . . . . . . . . . . . . 213 627 .3805
Orchids
50.
Sanchez, Martin . . . . . . . . . . 213 629 .4154
Fruit, Candy & Stuffed Animals
Where Good Ideas Are Always In Bloom
Contents
Cover Story: The Goldberg Family’s
Skyline Flowers:
This newsmagazine is published quarterly (January 1, April 1, July 1, October 1) by
The Los Angeles Flower Market of The American Florists’ Exchange, Ltd. Location:
754 Wall Street, Los Angeles, CA 90014 • Internet: www.bloominnews.com. Subscription and advertising details at BloominNews.com.
Four Generations of California Flower Growing
Publisher
Original Los Angeles Flower Market
of the American Florists’ Exchange
Los Angeles Flower Market Map
www .originalLAflowermarket .com
People and Places
754 Wall Street, Los Angeles, CA 90014
Mon.-Fri., 6 am to 2 pm
Market Information: 213 622-1966
Market Manager/Mellano: 213 622-0796
In the Market /Roundabout
Board of Directors
American Florists’ Exchange, Ltd., Los Angeles Flower Market
Potpourri
Christine Duke, Lizbeth A. Ecke, Johnny Mellano,
Jon Prechtl, John Williams, Christopher Calkins
Feature: CSFA’s “Calif Flora 2012”
Original Los Angeles Flower Market Hours & Info
Maps, Tenants, Hours, the Season's Flowers and More can be found at
a Fun Learning Event
www .originalLAflowermarket .com
Editorial and Advertising
Happenings/Calendar
Peggi Ridgway, Wordpix Editorial Solutions
5146 East 23rd Street, Tulsa, OK 74114
Phone 800 200-1101• FAX 918 743-1105
Email: [email protected] • www.bloominnews.com
Los Angeles Flower District
Association/ Badge Program
Art Director
Michael Wheary, Calypso Concepts
LAFD Association Member Badge Program
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M ore ThAN 60 YeArs iN PublicATioN
Frank Reyes
766 Wall Street, Los Angeles, CA 90014
www.LAFlowerDistrict.com • Mon.-Sat., 6 am to 2 pm • (213) 627-3696
Subscribe
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Disclaimer
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Index to Advertisers
Bloomin’ News Goes Green . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 20
Flower District Badge Program . . . . . . . . . . . . . . . . . . . . . . Page 17 - 18
Mellano & Company . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 9
Advertise in the Bloomin’ News . . . . . . . . . . . . . . . . . . . . . . . . . . Page 3
Original Los Angeles Flower Market History Book . . . . . . . . . Page 11
Phil Rulloda School of Floral Design. . . . . . . . . . . . . . . . . . . . . . Page 13
Prudential California Realty . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 10
Teleflora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 19
U.S. Soldier Florist Wrap . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 7
Wordpix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Page 13
T H E B LO O M I N ’ N E W S
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3
W I N T E R / J A N UA R Y 2 0 1 3
Where many of those spectacular flowers at
the Original Los Angeles Flower Market begin.
Gertie Goldberg, founder of the
family business in Salt Lake City
Tom checks snapdragon seedlings.
The
GoldberG
Four Generations of
Burgundy dahlias in a Skyline Flowers greenhouse, Oxnard.
Left, LeRoy Goldberg, founder, with son
Tom Goldberg, vice president. LeRoy once
returned to Salt Lake City to visit the family
flower shop and found his mother Gertie,
then in her 90s, planting dish gardens.
4
During the Great Depression in the 1930s, recalls LeRoy Goldberg,
“We had a cow, fruit trees, and a few flowers.” In those early days, the
Goldberg family’s farm and orchard sat across the road from a cemetery in Salt Lake City. LeRoy was one of six children with a single
mom, Gertie Goldberg, all of them working the farm and orchard to
make a living for the family.
The flower part of the business got a big boost the day a
potato peeler salesman dropped by and bought bunches of
flowers to re-sell with his peelers. That Memorial Day, lines
of people snaked their way through the Goldbergs’ flower
bunches, buying the traditional floral decorations, especially Gertie Goldberg’s gladiolus, for graves of loved
ones, especially veterans of the First World War. The
family turned their flower profits back into the business by building greenhouses and focusing their
efforts on flower growing.
Joe Goldberg, left, and Tom, with a shipment of flowers
heading to the Original Los Angeles Flower Market.
Go west, young man
The greenhouses and flower shop the
Goldbergs eventually operated in Salt Lake
City are still in Salt Lake City, run today by
LeRoy’s sister Sandra Goldberg, age 92.
But Skyline’s flower growing operations
revitalized itself in Southern California
in the mid-1950s when LeRoy, after
mustering out of the United States
Army, returned to the family business. He had served in both
World War II and the Korean
Family’s skyline Flowers
California Flower Growing By Peggi Ridgway
War and, starting a new civilian life, decided to call the Oxnard area home. On
ten acres of rich farmland purchased by the Goldberg family, LeRoy constructed
a small shed and a greenhouse and named his new business Skyline Flowers.
Now in its fourth generation of Goldberg family management, Skyline
Flower Growers is a grower, shipper and wholesaler with more than 200
acres, including more than three million square feet of greenhouses and
shade houses in Oxnard, Camarillo, Arroyo Grande and Nipomo, and a growing operation in Guadalupe, west of Nipomo.
“We have chosen these locations,” says company management at their
website, “for their cool coastal breezes and moderate temperatures which
provide some of the best flower growing conditions in America.”
Wholesale distribution facilities are located in Seattle and Spokane,
Washington.
The family is the business
LeRoy’s sons Tom and Joe provide leadership and management as LeRoy
enjoys a partial retirement. Tom joined the team in 1978 and Joe in 1983 and
today they are partners in the company. Joe Goldberg serves as the President
and Tom is Vice President. Their sister Susan Robertson is Sales Manager.
Other family members round out the company leadership: Joe’s son
Patrick runs the Spokane distribution center while his other son, Gerald,
runs the Seattle facility. Tom’s daughter, Johanna Reyes, works in the Skyline Flowers sales department in Oxnard, while son, Daniel, works in the
insurance business.
Reminiscing, Tom says that after building greenhouses at Oxnard (for
carnations, daisies, stock and sweet William), his father first sold to local
wholesalers and to the family flower store in Salt Lake City. They also sold at
area farmers’ markets, a tradition they maintain today. But with the addition
of several land purchases, their flower-growing and marketing capability
expanded substantially.
measured growth, visionary management
With each land purchase, more flowers were introduced. Twenty-five additional acres were purchased in the 1970s. In the 1980s, with the addition
of 150 acres, the company began growing gypsophilia, statice and larkspur
(and began shipping all over the United States); and in the 1990s, after buying a nursery in Nipomo, dahlias, lilies, snapdragons and ranunculas joined
the repertoire of products. Other than bulb crops from Holland and Chile, all
of Skyline’s flowers are grown from seed.
Like many California flower growers, Skyline takes advantage of the
state’s various micro-climates. “When it’s too warm (hot) here in Oxnard,”
says Tom, “we grow in Nipomo.”
The Goldbergs tend to use tunnels and heated greenhouses more today,
with natural gas heating the greenhouses in Nipomo. Tunnels dominate the
facility at Oxnard where one heated greenhouse is devoted to propagation:
seedlings and baby plants such as delphinium, snapdragons and gerberas.
Drip irrigation (“not the big irrigation equipment”) and micro-sprinklers
help save and manage water. Fertilizing is only used where plants need it.
Nutrients are monitored “to make sure we’re not under- or over-fertilizing.”
Pesticides are used as little as possible. Flowers are harvested, cooled while
fresh, then packed and returned to refrigeration, preserving as much of their
freshness and originality as possible.
Skyline Flowers trucks its products to the Los Angeles flower markets
several times each week, including to the Original Los Angeles Flower Market where several vendors resell these fresh, California-grown beauties that
end up being enjoyed across the Southland. But you’ll find them everywhere
across the country, demonstrating the long-lasting impact of Gertie Goldberg’s love of flower growing.
5
People & Places
Michelle Castellano Keeler Earns AAF
AIFD PFCI, called all the contestants “a bunch of
magicians” for their creativity and ability to produce
totally different yet equally outstanding designs. The
Sylvia Cup competition was sponsored by SmithersOasis and California Cut Flower Commission and its
members, who supplied fresh product.
SAF Welcomes New Leadership
The Society of American Florists welcomed several
new officers, board and council members recently.
Among the Californians, Wilja Happe of Farmers’ West
Flowers & Bouquets, Inc. in Carpinteria has joined the
SAF Growers Council; and Bob Otsuka, Manager of
the San Francisco Flower Mart now serves on the SAF
Wholesalers Council. Continuing are Lane DeVries of
The Sun Valley Group in Arcata (director and Growers
Council), John Donati of Ocean View Flowers in
Lompoc (Growers Council); Patrick Dahlson of Mayesh
Wholesale Florist in Los Angeles (Wholesalers Council);
Mike Franzoia of California Flower Shippers, Inc. in
Mountain View; and Hank Maarse of Jacob Maarse
Florist in Pasadena (Retailers Council).
Michelle Castellano Keeler is second from right.
At the SAF Fall 2012 convention, the American
Academy of Floriculture named ten deserving
industry members to its ranks in recognition of their
deep dedication to volunteer service in their local
communities and the floral industry. The “AAF”
designation is revered throughout the floral industry.
The 2012 AAF inductees include ten individuals
from across the United States, including California’s
Michelle Castellano Keeler, corporate vice president
of Mellano & Company, Oceanside. Michelle has
been active on several SAF committees and Growers
Council as a vocal legislative activist at home and in
Washington. She also holds a leadership position with
San Diego Farm Bureau and is active with California
Cut Flower Commission.
Safeway’s Traci Adams Honored by PMA
Traci Adams, vice president and general manager
for Safeway corporate
floral in Pleasanton,
was named 2012 Floral
Marketer of the Year at
the Produce Marketing
Association’s 2012 Fresh
Summit International
Convention in AnaDr. Terrill Nell, last year’s winner,
heim. Colleagues who
with Traci Adams, PMA’s 2012
nominated
Adams
Floral Marketer of the Year.
commended her for
her love of being part of other people’s success and for
sharing credit for achievements with the team.
Pat Dahlson is WF&FSA President
Wholesale Florist & Florist Supplier Association members have elected Pat Dahlson, CEO of Mayesh Wholesale
Florist, Inc., Los Angeles, as their new president. Dahlson
shared his vision and philosophy: “We have to earn our
place in the hearts, minds and wallets of our potential
customer. We must bring the passion every day.”
Petrovsky Wins Sylvia Cup
Vincent Petrovsky AAF AIFD, owner of a West Palm
Beach florist shop, won the coveted Sylvia Cup in the nation’s longest-running live floral design competition, at
SAF’s 128th annual convention in September. The
announcement at the Stars of the Industry Awards
Dinner brought an enthusiastic “Wahoo!”. Runner-up
was Brita Edlbauer AIFD of Orlando, FL, followed by
Brenda Veasman AIFD of Nebraska. Vince Butera AAF
AIFD PFCI, a commentator along with Lisa Weddel
T H E B LO O M I N ’ N E W S
Highest Industry Honors go to 3 Visionaries
Herman Meinders, Walter Preston and Tom Butler
AAF were introduced with cheers and standing ovations
as the newest members of the Society of American
Florists’ Floriculture Hall of Fame in September 2012.
The presentation was the crowning moment of the
6
W I N T E R / J A N UA R Y 2 0 1 3
People & Places
SAF convention, as induction is the greatest honor in
the floral industry. Recognized for their significant,
permanent contributions to the advancement of
floriculture were:
• Herman Meinders, who launched American Floral
Services (AFS), which became international and
merged with Teleflora in 2000.
• Walter Preston, who worked to eliminate viruses
in gladiolus and became a vocal leader in creating
a national industry marketing program. He was
co-chair of Floraboard, the industry’s first attempt
to legislate the collection of marketing funds,
building the foundation for future programs.
• Teleflora chairman Tom Butler, who served FTD for
thirteen years, then Syndicate Sales and American
Floral Services, of which he became president.
Butler has visited nearly 125 florists annually for
the past 25 years in order to understand their
concerns. He has also lobbied actively on behalf of
florists at the local, state and national levels.
her November 2012 visit.
Changing planes in Arizona on a 2010 trip to visit
her daughter and infant grandson in Louisiana, Maxine
made friends with U.S. soldiers standing in a check-in
line. Later, after Maxine had experienced a difficult
revolving door that miraculously stopped moving just
for her, “Mark,” the soldier in charge, assisted her at the
baggage carousel.
Maxine was deeply touched by Mark’s kindness,
who with his group, was on his way to Iraq. She saw
him as someone’s son, someone’s loved one. Later,
she dreamed that he appeared on her doorstep with
red, white and blue flowers wrapped in American Flag
paper. That dream provided a vision.
As a way to say Thanks to America’s soldiers for
their dedication and sacrifice, she commissioned the
printing of “U.S. Soldier Florist Wrap” in two designs
on organza, both displaying the American flag. She’s
now launching the product; and donating a portion
of the proceeds to the U.S. Soldier Compassion Trust,
through which she hopes to provide laptops to soldiers
stationed overseas.
Paul Ecke Jr. Awardee Announced by SAF
Internationally known florist and event designer Ian
Prosser AAF AIFD PFCI, owner of Botanica International
Design and Décor Studio, received the SAF Paul Ecke
Jr. Award from the Society of American Florists at its
2012 convention in September. The coveted honor
recognizes “exemplary dedication to business, industry
and community – ideals which Paul Ecke stood for,”
said Charles Kremp III AAF. Kremp lauded Prosser’s
reputation as a businessperson, skilled floral designer
and charismatic industry ambassador, trendsetter and
role model.
Honor Our Soldiers
American Flag Organza Florist Wrap
Launch Special
$
2 Designs:
American Flag or
American Soldier
Hope and Glory
Soldier’s Kindness Leads to
Florist Wrap and Charity Foundation
Sometimes the stories behind the products we use
can help promote the product to the ultimate consumer.
Such is the case with U.S. Soldier Florist Wrap.
Maxine McKay, a single New Zealander, had been
diagnosed with Schleroderma some years ago. The
disease crippled her fingers and sapped her strength,
yet she regularly visits the States and accepts the painful
challenges of travel. Some of our Original Los Angeles
Flower Market vendors and florists may know her from
T H E B LO O M I N ’ N E W S
30
Roll
(25 yds)
Perfect for gifts, gravesites and funeral flowers
Portion of proceeds go to US Soldiers Charity Trust
www.ussoldierfloristwrap.com
Email: [email protected]
HHH
7
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HHH
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W I N T E R / J A N UA R Y 2 0 1 3
In the Market
Bloom and Grow
A plethora of ideas to make your
shop the most popular one in town:
• Provide free flowers for local realtors’ open house
events, with your business cards and coupons
displayed.
•O
ffer “bogo” – a “buy one, get one” promotion. Entice
customers to “get one for yourself to brighten your day.”
Grab Them in Five Seconds or Less
By Katie Hendrick, Society of American Florists
First impressions are paramount says Walter Dailey in a Fox
Business article. Five seconds is the maximum amount of time you
have to make one that resonates. Sound daunting? Follow Dailey’s
tips for mastering brevity and impact in your marketing:
Outdoor signage:
•Limit text to one line (ideally, four words or less).
•Use a large, rounded or block typeface.
•Use a big, simple photo that conveys your message
(Hint: See SAF’s new marketing materials.)
Direct mail marketing:
• Merchandise your products with gift sets, especially for
Valentine’s Day. Wine and roses, chocolate and roses, a
bookstore gift card with flowers – combos are appealing
to consumers.
•Stick an eye-catching coupon (50 percent off a dozen roses;
buy two, get one free) on the outside of the mailer.
• Sponsor a floral photo contest which requires that each
photo include the recipient of the floral arrangement.
This can be a special promotion for Grandparents Day,
Mother’s Day, etc.
•Use a paper with a heavy weight or premium texture.
• Offer discounts (with deadlines) through coupon sites
like Groupon.com and LivingSocial.com and coupons
on your counter.
Roundabout
Congrats to Casey Schwartz who continues to appear on
Public Television’s “Creative
•Create a piece that defies the traditional 4-3/4 x 11-inch
dimensions.
Email marketing:
•Hone your subject line: Personalize it with the recipient’s name; imply urgency (“Only 24 hours to go!”), or
look to news story headlines for inspiration.
•Resist using too many images, which take too long to
load and destroy your five-second window.
Rene van Rems AIFD offered a “Thanksgiving Centerpiece
Class” last fall with a fun twist to designing. This lively
hands-on class gave designers a chance to experiment
with incorporating berries, nuts, leaves and flowers in a
hurricane glass harvest bounty centerpiece for an elongated
or round table.
Living with Sheryl Borden.”
8
This year’s techniques include
Congratulations to Debbie Fields, whose Floral Fields
working
pomanders,
studio in Burbank, was voted 2012 Best Florist and 2012
tropicals and winter white
Best Wedding Flowers in Los Angeles. More than 6,000
elegance.
businesses competed for the titles.
with
Tom Simmons AIFD, of Three Bunch Palms Productions in
Bloomin’ News readers who are active in floral industry
Palm Springs, is gearing up for the 2013 AIFD Symposium
events will recognize the name of Jerome Raska AIFD
slated for Las Vegas, June 28-July 2, 2013. As Symposium
PFCI AAF CF of Blumz by JRDesigns. Raska took home a
Coordinator, Tom says we can look forward to design
$500 gift certificate as the runner-up in Mayesh Wholesale
programs by Gerry Toh, Katharina Stuart, Svenja Brotz,
Florist’s “Design Star” competition recently. He backs up
Joyce Mason-Monheim, Tomas De Bryne (from Belgium)
first place winner Jodi Duncan AIFD, the spokesperson
and Araik Galstyan (Russia).
and star of Mayesh’s 2013 floral design video series. www.mellano.com
Roses, Tulips, Alstroemeria, Gladiolus, Iris, Liatris, Lilies, Tulips, Pom Pon Chrysanthemum, Waxflowers and a
Stunning Variety of the World’s Best from Around the Globe for Delivery to your Event or Shop in Any Location.
Hey!
-"47&("4
1-&"4&$"--0348*/(#:"/:
0'0634)08300.43&"-400/
888.&--"/0$0.
6285 S.Valley View, Suite B
Las Vegas, NV 89118
Phone: 702-893-1357
Fax: 702-792-9911
-04"/(&-&4'-08&3."3,&5
766 Wall Street
Los Angeles, CA 90014
Toll Free 888-MELLANO
Phone: 213-622-0796
Fax: 213-622-4942
$"3-4#"%
5600 Avenida Encinas #20
Carlsbad, CA 92008
Phone: 760-929-9677
Fax: 760-929-2871
G=C@23AB7</B7=<4=@B63E=@:2¸A47<3AB4@3A64:=E3@A/<24=:7/53
Potpourri
California Deceptive Marketing
Practices Bill is Now Law
VaseOff! competing designers from the East Coast. Visit
Aboutflowersblog.com for the winning entry.
The persistence and patience of the California floral
community finally paid off in September 2012 when SB
1581 (Wieckowski) was signed by Governor Jerry Brown.
The bill addresses the geographic misrepresentation
unique to the floral industry where floral order gatherers,
often based in other states, market themselves as “local”
florists by using city names and local phone numbers.
Unsuspecting customers believe they are calling local
florists and the florist who fills the order earns extremely
low, if any, profits. This additional middle man, the order
gatherer, increases costs, reduces consumer value
and decreases tax revenue for the local jurisdiction.
Compliance with the law requires florists using a local
name and number to include their principal place of
business in their advertisement or listing.
Endowment Feeling Like a Million Bucks
From left: AFE Chairman-Elect Paul Bachman of Bachman’s, Inc., Teleflora
President Jeff Bennett, Teleflora Executive Vice President Jack Howard and AFE and
Teleflora Chairman Tom Butler.
One special presentation added a special touch to
the American Floral Endowment’s annual fundraising
dinner at SAF’s Annual Convention in September 2012.
Teleflora and AFE Chairman Tom Butler, along with
Teleflora President Jeff Bennett and Executive Vice
President Jack Howard presented AFE and incoming
AFE Chairman Paul Bachman with a $1,000,000 check
on behalf of Teleflora and owners Stewart and Lynda
Resnick. The donation is the largest in AFE history and
establishes the Teleflora Fund, an unrestricted fund
enabling AFE to increase annual funding for special
projects and research.
SAF Launches New VaseOff! Challenge
To capture the old-fashioned spirit of the Christmas
season by creating a centerpiece inspired by the elegance
of the Victorian Era: This was the challenge posed to four
Sell Your Shop Faster and for the Highest Price!
Endowment Introduces Social Media Guide
The American Floral Endowment introduces a
comprehensive guide to current social media resources
and techniques applicable to today’s floral industry
businesses. The
interactive
file
is clickable to
chapters
which
offer downloadable PDFs and
links to additional
social media and
informational
videos. Covered topics include search engine
optimization for articles, time and cost considerations
Available: Established flower shops with great retail locations,
house accounts, long-time customers and exciting potential.
Buy or Sell With Confidence
Sean Edelstein 949-551-2060
www.4saleflowershops.com
Orange, Riverside, San Bernardino & Los Angeles Counties
An Independently Owned
and Operated Member of The
Prudential Real Estate Affiliates, Inc.
T H E B LO O M I N ’ N E W S
10
W I N T E R / J A N UA R Y 2 0 1 3
Potpourri
for businesses and information specifically about the
various social media sites (Facebook, Twitter, etc.). See
Endowment.org for details.
through consolidating members’ freight. Development
work is funded in part by USDA Rural Development’s
Rural Business Enterprise Grant. For more details, contact
Luis Sierra at [email protected] or Anthony Vollering at
[email protected].
In California, Valentine’s Day is Sweet
About 80 percent of the estimated 110 million roses
sold nationwide
for Valentine’s Day
are shipped from
California growers.
Various
colors
(pink, red, yellow,
peach,
white)
are on the rise,
but red is still the
color of choice. Remember to spread the word about
your Valentine’s Specials through Facebook, a highly
effective medium.
Scholarship Deadline Nears
The American Floral Endowment will accept
applications for the Paul Ecke Jr. Scholarship up until
February 1, 2013. Graduate students with the skills and
passion to become the next great floriculture researcher
or educator should visit Endowment.org or call 703 8385211 for details.
Preston Bailey Launches Design Courses
International event and wedding designer Preston
Bailey has launched his first ever floral design courses.
Providing Continuing Education Units (CEUs), the
courses accept students internationally at multiple
education websites and with selected instructors.
Visit Theweddingplanninginstitute.com for a list of
participating schools.
Continued next page
CCFC Updates Farmer Profiles
Over the past several months, Anna Kalins of California
Cut Flower Commission, has worked diligently with
California farms of every size to improve their presence
and profile on the website, CCFC.org. “The CCFC’s
website is the front door to people looking for locally
grown flowers,” explains CCFC’s Ambassador and chief
executive officer Kasey Cronquist. “After our website
redesign a couple of years ago, we recognized that our
website was being continually accessed by consumers
and buyers alike wanting more information about
America’s flowers.” Many California farm profiles now
include their logos, flower availability and photos, and
the site features rotating flower farm pictures on its
home page. Check it out: CCFC.org.
GIVE A PRICELESS GIFT
150 Years of our Floral History
Hardbound with dust cover, more than 300
pictures, timeline and flower family memories
Only
35
Sweepstakes winner “Birds and Bees”
was designed by Charles Marder
and modeled by Susan Fekety.
$
Flower Farmer Co-op Grows
(includes shipping)
The new California Flower Growers Cooperative met
recently in Ventura and accepted new applications,
raising its membership to eight California flower farms.
The Co-op is working with the California Center for
Cooperative Development and the Morrison Group to
develop a focus and business plan. Ray Bowman of the
Ventura County Economic Development Center is also
working with the CFGC to model ways in which it might
drive efficiencies and quality controls and lower costs
T H E B LO O M I N ’ N E W S
Pay by check to :
American Florists’ Exchange Book, c/o Mellano,
766 Wall Street, Los Angeles, CA 90014
Also available at Original Los Angeles Flower Market main entrance.
11
W I N T E R / J A N UA R Y 2 0 1 3
Potpourri
Cal Poly Students’ Float Shines at Rose Parade
“In Lieu of Flowers” Suggested Verbiage
The Society of American Florists reported recently
that Clay Atchison III, a Texas florist, hands a small card
to funeral directors. About the size of a business card,
the card offers various ways to say “In Lieu of Flowers,”
including: “Flowers are welcome; contributions may be
sent to …”
AFE Funds Industry Research
The American Floral Endowment is funding $182,000 in
scientific research projects at a number of universities for
the 2012-2013 year. Projects can last from one to three
years and currently include breeding and genetics, insect
management, post-production, disease management.
For details, see Endowment.org.
For the second year in a row, there were two floats in the
Tournament of Roses Parade that were built entirely with
California-grown flowers and greens. One of them was
the “Tuxedo Air” float designed and built by students
from Cal Poly Pomona and Cal Poly San Luis Obispo.
Addressing the 2013 theme, “Oh, the Places You’ll Go!,”
the float depicted adventurous penguins learning to
fly in hope of reaching warmer and more exotic lands.
Donations of flowers and fresh, California-grown products were donated for the float by numerous California
flower farms. The two schools have come together since
1949 across 240 miles to produce the only student built
floral float for this event.
Flowers for St . Patrick’s Day
With a wide variety of green hues available, St. Pat’s Day will be a joy to design
for. Check out the green anthurium, (left) from Skyline Flowers. Spring 2012 floral
design students of Ray Tucker expertly designed this arrangement (right), for St.
The Flower Fields Beckon
Patrick’s Day, in greens.
Gloeckner Deadline Nears
April 1 is the deadline to submit grant proposals for
research and educational projects in floriculture and
related fields to the Fred C. Gloeckner Foundation. Details
are available at Gloecknerfoundation.org.
Pinterest is Calling
Pinterest is a great website to show off your floral
arrangements while enjoying thousands of photos.
It lets you create your own boards (categories) into
which you “pin” the pictures you want to share with
your followers and potential customers. A retail
florist might name her boards after “floral occasions”
(Valentines, Mother’s Day, weddings, sympathy, Specials,
Coupons). Let your Facebook and Twitter followers
know of your Pinterest account and your Pinterest
following will grow. Just visit Pinterest.com to get started.
For the first time in more than fifteen years, The Flower
Fields of Carlsbad Ranch® has changed its color pattern.
Designed by a professional colorist, the 50 acres of Giant
Tecolote Ranunculus flowers will cascade down the
hillside in a spectacular display of colors sure to take your
breath away. New and returning visitors will be awestruck
at the new fields of color overlooking the Pacific Ocean.
Open March 1 to May 12, you’ll find The Flower Fields just
east of the I-5 at the Palomar Road exit.
T H E B LO O M I N ’ N E W S
12
W I N T E R / J A N UA R Y 2 0 1 3
C arousel B all
Benefiting Children’s
Diabetes, a Floral event
Jay Leno hosted the 2012 Carousel Ball, which
honored George Clooney and featured entertainment
by Neil Diamond and Babyface for 1,000 attendees.
Fred Gibbons and his Treefrogs staff with Chris
Matsumoto, exceeded all expectations for a most
elaborate event with a carousel theme. They lined the
entry, hallways and auction area with floral decorated
carousel horses; and the red carpet for celebrities was
also decorated with the carousel effect. The ballroom
itself was encircled with carousel horses, and 100
round tables were centered with low centerpieces of pink
roses from Ecuador, lavender orchids from Hawaii and
dahlias grown in Southern California. Rose petals covered
the rose design table cloths.
A 24-foot-long head table displayed a centerpiece of
roses, orchids and dahlias with porcelain carousel horses
prancing down the middle. All the tables were pin-spotted
to accent each one.
This is the twenty-sixth time that designer Fred Gibbons
has decorated for this event held every two years.
B u s i n ess Des i g n s i n ce 1989
2013
CLASS SCHEDULE
Instruction Hours:
Monday – Friday, 9 a.m. – 5 p.m.
Floral Designer
DESIGNED TO
Jan. 7 – 18, Feb. 25 – March 8
April 8 – 19, June 3 – 14, July 8 – 19
Sept. 9 – 20, Oct. 28 – Nov. 8
BLOOM
Advanced Floral Designer
Phil Rulloda’s
Basic & Advanced
Floral Design
The Right Solution For
All Your Media Needs
Exotics, European & Parallel,
Ikebana, Bridal & Party,
Shop Ops, Pricing for Profit
Jan. 21 – 23, March 11 – 13
June 17 – 19, July 22 – 24
Sept. 23 – 25, Nov. 12 – 14
Advanced Wedding Designer
Jan. 28 – 29, March 25 – 26
June 24 – 25, Sept. 30 – Oct. 1
Special Events/Décor Designer
Jan. 30 – Feb. 1, March 27 – 29
June 26 – 28, Oct. 2 – 4
Design for Excellence –
AIFD Primer
May 17 – 18
One Day Workshops
Hand-Tied – April 29, Oct. 21
Novelty – April 30, Oct. 22
Holiday – December 7
Wordpix Solutions
Contact Peggi Ridgway
800.200.1101 / [email protected]
Southern California School of Floral Design
843 S. State College Boulevard, Anaheim, CA 92806
714 776-7445 or 800 981-7445 • www.philrulloda.com
Pro D u cer of Th e B loo m i n ’ n ews
T H E B LO O M I N ’ N E W S
13
W I N T E R / J A N UA R Y 2 0 1 3
CSFA’s
“CALIF FLORA 2012”
A Fun Learning Event
14
“Legends” a Huge Success for CSFA
T
he California State Floral Association’s “Calif
Flora 2012 – Legends” event in October, held at
the Southern California Flower Market, drew many
florists, designers and students from throughout the state.
CSFA president Richard Gourd kicked off the convention as more than 200 spectators cheered the Top Ten
and Student design competitors. Saturday’s classes were
led by Anthony Alvarez AIFD CCF EMC, Debbie Alvarez AIFD CCF, Steven Brown AIFD CCF CFD, Wilton Lee
CCF, Reina Sumabat AIFD CFD and Rene van Rems AIFD
CCF CFD PFCI. The California Certified Florist (CCF)
exam was also held on Saturday.
On Sunday, President Richard Gourd honored
Mayesh Wholesale Flowers for its substantial contributions and sponsorship and thanked Southern California
Flower Market for its hosting the event. Tony and Debbie Alvarez were honored for their meritorious service,
leadership and many contributions to the floral industry.
Executive director Ann Quinn was recognized for her
extraordinary service. Phil Rulloda AIFD AAF PFCI shared
his philosophy of floral design as he demonstrated tech-
niques and products for extraordinary designs.
The 2012 Top Ten Winner was Ivana Royse CCF CFD,
Ivana’s Floral Designs. Taking second was Erin Johnson
of Fred’s Flowers, sponsored by Master Florists Association. In third place was Sidney Heffner of Jasmine Creek
Florist. The competition was sponsored by the California
Cut Flower Commission. Lee Burcher AIFD CCF CFD PFCI
of Floral Design Concepts commentated the event. Ivana
Royse, who also won People’s Choice, will represent CSFA
in the Society of American Florists’ Sylvia Cup this year.
Winning the Student competition was Darlene Campbell from Mission College, followed by Desiree Davis of
Cal Poly San Luis Obispo and Russ Mancillas of Mission
College. Darlene also took the People’s Choice award.
This competition was commentated by Lee Burcher and
sponsored by NORCAL.
A trade show, a New Varieties floral competition (won
by Green Valley Floral’s Helios Romantica/Garden Rose/
Meilland), a silent auction and florals arranged by CSFA’s
dedicated volunteer design crew mingled with the camaraderie of friends to make the 2012 event a huge winner.
15
What’s Happening
Check our website OriginalLAflowermarket.com for Market shopping hours, parking info and more.
Our calendar events are good for marketing focus as well as attending and learning. Check ‘em out!
January
1
March
New Year’s Day
1
Opening of the Flower Fields, I-5 at Carlsbad’s Palomar
exit. Catch the color and excitement with weekend entertainment, wagon rides and lots of ranunculus.
7–14
California Arbor Week
8
International Women’s Day – the perfect time to send
flowers. A national holiday in some countries.
9
Camellia Walk & Talk, 11 a.m., with horticulturist Wayne
Walker, Descanso Gardens, 1418 Descanso Drive, La
Canada Flintridge 91011. See Descansogardens.org or call
818 949-4200.
11–12
SAF Congressional Action Days in Washington, DC.
Hotel: Crystal Gateway Marriott, Arlington, VA. Call 800
336-4743 or email Laura Weaver, [email protected].
16
California Natives walk, 11 a.m., with garden manager
Rachel Young, Descanso Gardens, 1418 Descanso Drive,
La Canada Flintridge 91011. See Descansogardens.org or
call 818 949-4200.
17
St. Patrick’s Day
18–23
American Chocolate Week
20
First day of Spring
23
Tour and Design Class by Flower Duet of Torrance. Take
the tour of Los Angeles Flower District 7-9 a.m., then visit
Flower Duet in Torrance for the two-hour design class
“Large Scale Floral Design.” Tour only: $20; Design class
only: $85; Tour and Design Combo: $100. Call 310 792-4968
or register at Flowerduet.com.
23–24
Cherry Blossom Festival, 10 a.m.-4 p.m., various activities, Descanso Gardens, 1418 Descanso Drive, La Canada
Flintridge 91011. See Descansogardens.org or call 818
949-4200.
24
Palm Sunday
Passover
Easter
Tournament of Roses Parade and related events,
Pasadena. Details: tournamentofroses.com.
15–18
The Special Event conference, McCormick Place,
Chicago, IL. See Thespecialeventshow.com.
15–
Mar. 31
“The Wild Flowers” exhibit in the Sturt Haaga Gallery at
Descanso Gardens, La Canada Flintridge, 10 a.m. to 4 p.m.,
Tuesday-Sunday. Free with admission.
19
Tour and Design Class by Flower Duet of Torrance. Take
the tour of Los Angeles Flower District 7-9 a.m., then visit
Flower Duet in Torrance for the two-hour design class
“Winter White with Tropical and Traditional Flowers.” Tour
only: $20; Design class only: $85; Tour and Design Combo:
$100. Call 310 792-4968 or register at Flowerduet.com.
21
Birthday of Martin Luther King Jr.
Inauguration Day
22–29
CMC Gift & Home Show, California Market Center. Call
800 225-6278 or see Californiamarketcenter.com.
23–28
L.A. Mart Gift & Home Show, LA MART. Call 800 526-2784
or see Lamart.com.
25–28
California Gift Show. Call 678 285-3976 or see
Californiagiftshow.com.
February
1
National Freedom Day
2
Groundhog Day
3
9–10
Super Bowl XLVII
10
Chinese New Year
12
Mardi Gras begins in New Orleans
13
Ash Wednesday
25–
Apr. 2
14
Valentine’s Day
31
15–24
Riverside County Fair & National Date Festival, Indio
18
Presidents’ Day
21–23
SAF’s Pest & Production Management Conference,
Westin San Francisco Airport. Call 800 336-4743 or email
[email protected].
23
Camellia Festival at Descanso Gardens, La Canada
Flintridge. Join camellia walks and curator lecture. More
details: Descansogardens.org or call 818 949-7980.
Save the Dates
April 6-8, California Spring Trials tours for growers, floriculture professionals, academics. Call 631 727-3595.
April 7-8, Wedding Sell-o-Bration (Sunday) and Wedding
Boot Camp Hands-on Workshop (Monday), by South
Central Region of AIFD in St. Louis, MO. Email Frankie@
festiveatmospheres.com.
Tour and Design Class by Flower Duet of Torrance. Take
the tour of Los Angeles Flower District 7-9 a.m., then visit
Flower Duet in Torrance for the two-hour design class
“Wedding Workshop.” Tour only: $20; Design class only:
$85; Tour and Design Combo: $100. Call 310 792-4968 or
register at Flowerduet.com.
24
The 85th annual Academy Awards, Dolby Theatre in
Hollywood.
25–27
California Cut Flower Commission’s 2013 “Fly-in” to
Washington, DC, an opportunity for CCFC farmers to
re-establish priorities with congressional members.
Email: [email protected].
T H E B LO O M I N ’ N E W S
June 28-July 2, AIFD’s National Symposium “Passion,”
Paris Hotel and Casino in Las Vegas, NV.
July 17-20, Fun ‘n Sun Weekend 2013, Fess Parker’s
Doubletree Resort, Santa Barbara. Sponsored by California
Association of Flower Growers & Shippers. Call 970 2235896 or see Cafgs.org.
September 18-21, SAF Annual Convention, Phoenix, AZ.
October 12-13, CSFA “Calif Flora 2013.” Location TBA.
16
W I N T E R / J A N UA R Y 2 0 1 3
L.A. Flower District Association /Badge Program
2013 Membership Information • www.laflowerdistrict.com
Who can become a member?
Membership in the Los Angeles Flower District Association is open to florists, floral-trade related businesses, and to
vendors who hold valid, proper and legal resale certificates.
What are the program’s benefits?
Direct benefits from the program include wholesale only shopping during wholesale hours to provide better shopping
conditions for the trade, free validated parking during market day wholesale hours, and faster service due to a uniform
record keeping system of resale numbers.
What are the fees to register?
Membership Fees are $30 for a 1 year membership (Year 2013) or $50 for a 2 year membership (Years 2013
& 2014). The membership fees include two (2) membership badges. Extra badges are available anytime for $3.00 each.
2013 membership badges will expire on January 1, 2014 and fees will not be prorated later in the calendar year.
What if i forget my badge?
A “Temporary Pass” is available at the main entrance (754 Wall Street) to registered members of the Flower District
Association / Badge Program who forget their identification.
What are the market hours?
Trade/Wholesale Only Hours are:
Monday and Wednesday
2:00 a.m. to 8:00 a.m.
Tuesday 5:00 a.m. to 6:00 a.m.
Thursday 5:00 a.m. to 12:00 p.m.
Friday
2:00 a.m. to 3:00 p.m.
Saturday 5:00 a.m. to 3:00 p.m.
Non Trade/Public Hours are:
Monday and Wednesday
8:00 a.m. to 12:00 p.m. ($2 admission)
Tuesday 6:00 a.m. to 11:00 a.m. ($2 admission)
Thursday 6:00 a.m. to 12:00 p.m. ($2 admission)
Friday
8:00 a.m. to 3:00 p.m. ($2 admission)
Saturday 6:00 a.m. to 3:00 p.m. ($1 admission)
how does this program affect the parking situation?
There is FREE PARKING FOR TRADE BADGE HOLDERS ONLY. Parking is validated for Trade badge holders
at the main entrance to the Los Angeles Flower Market (754 Wall St.) on Mondays, Wednesdays and Fridays during
wholesale hours only. Note: Registered members shopping during public hours will be required to pay for parking.
how carefully will this program be monitored?
There are approximately 10 security monitors checking for membership badges at the various entrances to the markets.
To ensure the program’s continued success, we ask for all Flower District members to please remember to wear your
2013 badges. Although we realize the program is not by any means foolproof, please remember that this is a program
subject to all the positives and negatives of building a foundation from the ground up.
how do i become a member of the badge Program?
Fill out the Membership Application form and resale card completely and submit both items along with membership fees to LAFDBP, 766 Wall Street, Los Angeles, CA 90014. Allow seven days for your application to be processed
before picking up your badges.
Remember to attach a copy of your California Board of Equalization Resale Certificate or the processing of your
application will be delayed. Your badges may be picked up either at the entrance to the Los Angeles Flower Market (Monday,
Wednesday, or Friday, from 2:00 a.m. to 8:00 a.m.) or any other time before 12:00 noon at our office.
Thank you for your continued support!
L.A. Flower District Association /Badge Program
2013 Application for New Trade Members (Valid from Jan. 1 - Dec. 31, 2013)
1. Business Owner’s Name: (Print Clearly)____________________________________________________________________________
2. Home Address:________________________________________________________________________________________________
City__________________________________________________________________________ State _________ Zip_______________
3. Home Telephone ______________________________________________________________________________________________
4. Business Name_ _______________________________________________________________________________________________
5. Business Address _ _____________________________________________________________________________________________
City__________________________________________________________________________ State _________ Zip_______________
6. Business Telephone ____________________________________________________________ Fax #___________________________
7. E-Mail Address ________________________________________________________________________________________________
8. Type of Business:
o Retail Florist o Wholesale Florist o Interior Decorator o Caterer o Other (specify): ______________________________
9. Resale Certificate Number from California State Board of Equalization:
_ ____________________________________________________________________________________________________________
Note: Your membership will not be processed and there will be NO cash refunds or credit in the event the California State Board of Equalization reports back that
your Resale Number as Invalid or Closed.
10.Signature of Applicant __________________________________________________________________________________________
11.Names of individuals as you want them to appear on your badges (optional):
($3.00 extra)
Badge 1. __________________________________ Badge 4. ________________________________________________
($3.00 extra)
Badge 2. __________________________________ Badge 5. ________________________________________________
($3.00 extra)
extra)
Badge 3. __________________________________
Badge 6._ ($3.00
_______________________________________________
_Please check o membership period:
o $30.00 - 1 Year Membership (Year 2013 only)
o $50.00 - 2 Year Membership (Year 2013 and 2014)
_Fee Amount Enclosed: $___________________ Date: ___________________
o Check
o Money Order
o Cash
Please make checks payable to: LAFDA. Enclose: (1) photocopy of your California State Board of Equalization Resale Certificate,
(2) completed application and resale card, (3) payment.
Mail documents to: Los Angeles Flower District Badge Program, 766 Wall Street, Los Angeles, CA 90014
Please allow 7 days for your application to be processed before picking up your badges. Note: Badges will not be mailed out.
Important notice from the State Board of Equalization concerning purchases “for resale.”
Misuse of Resale Certificates
One of the rights granted to holders of seller’s permits is the authority to issue resale certificates for merchandise they intend to resell. The permit is
NOT a “Buyer’s” license to purchase property at wholesale for personal or business use, to decorate one’s home. Such misuse of a resale certificate
for the purpose of evading payment of the sales or use tax or for personal gain constitutes a violation of the law. Those persons who are found to
have made illegal use of their permits may be subject to one or more of the following penalties:
1. Criminal prosecution. This could lead to a fine up to $5,000, imprisonment up to one year, for each offense.
2. A minimum penalty of $500 or 10% of the amount of tax due, whichever is more, for each misuse.
3. A 25% penalty for fraud­­­, or intent to evade the tax, on all unreported tax liability.
4. Revocation of the seller’s permit.
BT-519 Rev. 2 (8-84) (CPPM 265.040) State Board of Equalization
Flowers can’t thrive
under these conditions.
Neither can florists.
Florists lose $500 million every year to drop-shippers.
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PAID
LOS ANGELES CA
PERMIT #3644
754 Wall Street, Los Angeles, CA 90014
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